WORK\
Have Faith
October\2007
On the day before the Rugby World Cup final against South Africa, the brief was to create an ad that would capture the mood of England’s rugby fans by highlighting how Jonny Wilkinson, adidas’s key sponsored player, never ceases to deliver under pressure when it counts. The image of Jonny’s clasped hands captures the key moment before the many match winning penalties that had helped England, against all odds, to the final. Not only did the image embody adidas’s core belief that ‘Impossible is Nothing’, it also reflected the idea of a nation praying for victory.
